If You’re the Best, Say So (If Not, Become the Best)

Maybe it’s because the Internet filters everything into extremes, but I’ve noticed two very distinct personalities among the people who come to me for fitness business coaching.

On the one hand, you’ve got people who have incredible knowledge and experience to back up their training. They can talk shop with the best of them, and because they deliver amazing results they’ve mostly survived on word of mouth alone.

The only problem is that they’re very quiet.

These people tend to plateau in their business at a pretty low level just because a business owner’s “soft market” (the people they can reach naturally through word of mouth) is usually pretty small. That, and they aren’t comfortable marketing their training.

When these coaches and trainers want to expand their business, they hit a wall, and that’s when they need my help.

On the other hand, you’ve got people who have thousands of Instagram posts showing off their abs, glutes, legs, etc. These people will talk to high heaven about how badass they are and how they are God’s gift to the fitness industry.

Except that they’re currently training, oh, ten people or so. And only for a few months at a time.

Whole lotta bark, not a lot of bite, it turns out. These ones need my help too.

The Road to Greatness Goes Both Ways

When I look at these two different personalities, I see two halves of an absolutely unstoppable, world-changing fitness entrepreneur.

So what I do is coach each of them on how to fill in for their weaker half.

That’s not to say that you can’t play to your strengths – you absolutely can and should.

HOWEVER…you can’t play the game of being a fitness entrepreneur without being a big picture thinker. You can’t afford to ignore your weaknesses just because doing so is comfortable and you’ve skated by on your talents in the past.

You need to fill in the whole big picture of what a thriving fitness business looks like…which means you either need to flip your weaknesses into strengths, or hire people and systems that can do that for you.

For those of you fitness wizards with encyclopedic knowledge of the human body and a loyal but tiny army of human billboards – GET LOUD!

For those of you “smoke then fire” social media buzz machines with the truckloads of selfies – PROVE IT!

I love both of you equally…so I’m going to really break this down one by one to make sure you get it.

Hidden Gems Just Disappear

Hate to break it to you, but having the best training in town is not enough. That is a requirement, and you should take pride in achieving those results, but fantastic training is not enough all on its own.

Look, the world is too loud now for you to wait for people to come to you.

Think of it this way…there are thousands of people out there right now who are sick, overweight, and exhausted.

They are literally crying themselves to sleep because they know they need to make a change but they can’t figure out how to do it.

They have tried everything they can think of, everything from starving themselves to fad diets to useless infomercial products.

And just think about the OTHER marketers who attack them every day to try to get them to buy junk food, or buy the next “miracle pill,” or buy another workout machine that is purposefully designed to be forgotten in the closet.

If you aren’t louder than those other marketers, those people will keep falling for the scams and eating terrible food.

IF YOU DON’T STEP UP AND SHOW PEOPLE THE TRUTH, THEY WILL NEVER GET HEALTHIER!

And look…you might have a loyal group of clients right now giving you a comfortable enough living…but what happens when the economy has its next recession?

Or, what happens when a natural disaster strikes and you need serious cash flow and savings to rebuild?

See, the truth about any business is that you if you aren’t growing, you’re dying. Stability is an illusion.

If you have the greatest training town, you have an obligation to the world and to yourself to spread your message and reach more people.

To do that, you need to learn how to market and sell your business.

You need to learn how to consistently generate referrals from your existing clients.

You need to master social media marketing, because it’s the most powerful tool for reaching new clients and it’s not going away any time soon.

* The advertised results of the success stories on this page and throughout this site are only typical of people who worked really hard and followed every fitness marketing tactic I've outlined in the products they purchase from me. Results may vary.